Inside Manska’s Mind: The Revolution in Spirits Drinkers’ Attitudes
We go inside the mind of George F. Manska for a look at the revolution in spirits drinkers’ attitudes.
For spirits drinkers, the times they are a’ changing, …and fast. If you are in the industry, you know it’s apparent in younger consumer attitudes. Several key developments have collectively contributed to shaping contemporary consumer behavior and preferences, and the entire paradigm is the result of six basic areas of social, economic, and technical evolution which have appeared close enough to each other in time to collectively create a major shift in consumer attitudes. The “Old World” spirits drinkers listen to self-styled critics, many of them spirits book authors, and few, if any, with sensory science knowledge, who became powerful spirits spokesmen to the consumer.
“New World” drinkers are concerned with an entirely new criteria which completely bypasses old values. The Digital Revolution and Social Media are characterized by the democratization of information reshaping the way consumers interact with spirits brands. Critics and guidebooks are “out” as new digital platforms and artificial intelligence are “in,” providing inspiration, education, and recommendations to consumers, as well as incorporating AI to strategize corporate marketing plans. Social media, reviews and culturally relevant influencers have become the motivation and resources for “New World” drinkers’ purchasing decisions. Consumers can explore and engage in a community-driven approach to spirits appreciation and information.
Craft and Artisan Spirits in the early 2000s epitomize the “New World” drinkers preference for authenticity, provenance, and unique experiences. The story behind the spirit is now more important than ever before, and the distillers’ passion for their creations are appreciated. As a result, diversity, experimentation, and the search for flavor nuances has grown rapidly.
Cultural Exchange, Awareness, and Global Travel have broadened horizons, and “New World” drinkers are eager to learn about spirits from all over the world. Sochu, Mezcals, Japanese whiskey, Indian malted barley, and Cachaca are explored by “New World” drinkers to discover the traditions and stories behind their creation, coupled with a genuine interest in cultural differences.
Health Concerns have had a significant influence on spirits consumption, with strong emphasis on moderation, quality, and sensible drinking, spurring the search for low-ABV and non-alcohol spirits, or spirits with wellness goals. Concerns of healthier life-styles affect which spirits are popularized and how they are enjoyed.
Socio-Economic Shifts such as the 2008 financial crisis and COVID-19 altered spirits consumption patterns, increasing spirits at-home spirits consumption and engendering a careful eye toward disposable income spent on spirits. Demand for premium spirits with more meaningful sensory experiences is on the rise, combined with the search for value and quality often leading to a higher importance for craft spirits with a unique, personal touch and interesting and differentiating flavor profiles.
Environmental, Ethical Issues bring those spirits with a priority on sustainable practices, ethical sourcing, and social responsibility to the forefront, sought after to align with the new sense of social community, and preservation of the environment and nature.
How to Take Advantage of the Change in Attitudes: These six areas of evolution in drinker attitudes, none of which have been important to “old World” drinkers, bring strong focus into sensory science and the search for more meaningful experiences. One major area that promised to deliver a better experience is the glass used to deliver aroma profiles. Here is how traditional glassware actually impedes the detection of subtle aromas and distorts the spirits’ aroma profile.
“Old World” Drinkers Love their Ethanol and the Glass that Delivers it: For decades “Old World” drinkers have assigned a social status to spirits (e.g. scotch = elite, tequila = low), worshipped age (myth: older is better), sought out rarity (reserves, special barrels, cask strength), and supported tradition as the hallmark of success and achievement. Most follow well-known spirits critics, authors, and reviewers who have no scientific knowledge or sensory training but have managed to ensconce themselves as experts. Because “Old World” drinkers tend to do what their “experts” do, they embrace the decades old non-functional tulip glass known in sensory circles as the “nose-cannon,” which serves double duty as a fraternal identification and recognition badge.
Science is “In” Ethanol is “Out:” The “New World” spirits drinkers have less brand loyalty and are open to what’s new in search of that special spirit which rings sensory bells and provides a unique tasting experience, regardless of origin, and they embrace science over manipulative marketing as no other generation has before.
Today, science has proven that “nose-cannon” tulips designed for 22% ABV (alcohol by volume) fortified wine become a nose-bomb when serving a 40% ABV spirit. Science also tells us that the evaporation aromas of a 40% ABV spirit more likely contain 65-75% ethanol, the most volatile compound in the spirit, and science tells us ethanol is a distracting, pungent, nose-numbing anesthetic which quickly incapacitates our olfactory. Science also tells us that flavor is mostly olfactory (90%) while taste buds and chemo-sensory mouthfeel comprise the remaining 10%.
Here’s the final kicker: Scientific research verifies that female olfactory is far superior to men. Tulip Glassware Perpetuates the “Old World” drinker myths of “more ethanol is better, more ethanol is quality, more ethanol costs more, so high price means high quality.” Tulip shaped glass users have no idea what enlightening experiences await behind the heavy ethanol mask presentation by tulip glasses, and decades of conditioning with the tulip have led them to believe that pungent ethanol is a meaningful aroma and a sign of quality, when it is only solid proof that high ethanol is present. Like any addiction, few are willing to give up the instantly recognizable, ingrained, and reassuring pungency on the nose for a better understanding of the spirit.
Good or low-quality spirits over 40% ABV contain the ethanol we love to drink but which simultaneously obscures our sense of smell and hinders the flavorful experience of a well-made spirit. Go to a tasting and notice the grins, smiles, and approving head nods when the participants first sniff their sample to verify it delivers a satisfactory level of ethanol. Spirits of 40% ABV and higher will never fail to deliver high olfactory ethanol from a tulip glass, and the grins are the telltale signs of a predilection to ethanol and nothing more. That first sniff immediately reduces your smell-ability as great numbers of ORNs (olfactory receptor neurons, aroma detectors) are compromised by anesthetic ethanol.
Sadly, ethanol is not only accepted, but sought after, often ignoring the craftsmanship which goes into creating great spirits. Many prefer cask strength, and insist on drinking it from tulips, which prove useful in mainlining that ethanol through the olfactory system for a quick high, with little concern for flavor. It is ethanol deprivation disguised as a unique presentation to be revered as a purer, rarer, unique product straight from still to consumer without dilution to 40% ABV.
Solution to Olfactory Ethanol: Try a different glass, one that dissipates ethanol and exposes the subtle aromas hiding behind the pungency. The glass makes all the difference in tasting experiences once you realize that ethanol on the nose is a thieving culprit and barrier to olfactory, and not a flavor attribute. Serious spirits drinkers want to know what’s hiding behind the ethanol.
In 2012, along comes Arsilica, Inc. pursuing sensory research since 2002, introducing the NEAT glass after 10 years of research comparing different shapes to determine which design would display the truest of spirit aroma profiles by dispersing pungent, nose-numbing ethanol away from the sensitive ORNs. NEAT opens the door for gender equity (different than equality), making straight spirits drinking more appealing to females who shy away from the pungency of straight spirits ethanol. NEAT is the only glass designed with sensory science and personal appreciation as top priorities, and it opens the way for the “New World” drinker to expand his spirits knowledge and appreciation, encourages gender inclusion, and improves the sensory experience. NEAT is the official spirits judging glass of over 40 major spirits competitions every year, because it eliminates ethanol induced anosmia, and levels olfactory perception for flights of four samples or higher (flights in most competitions are 5-8 samples).
Summary: When brand ambassadors and spirits educators support and recommend tulip glasses, they do themselves and the consumer a tremendous disservice by endorsing a device that hides aroma profile behind ethanol. Spirits industry educators should be looking for ways to display the diverse character of their products, not hide them. Many flaws lurk undetected behind pungent ethanol in tulips, so changing to open rim glassware means that in many instances quality must improve.
Changing glassware is just one step which opens the door to “New World” spirits appreciation and memorable tasting experiences. Like it or not, for the first time in history, the younger spirits consumers are in control, and they are doing it their way.
“Old World” drinkers are welcome to come along to seek a new and exciting way to enjoy spirits, by sacrificing their “nose cannons. The measure of intelligence is the ability to change.” – Albert Einstein
About George Manska
George is an entrepreneur, inventor, engine designer, founder, Chief R&D officer, Corporate Strategy Officer, CEO Arsilica, Inc. dedicated to sensory research in alcohol beverages. (2002-present). He is the inventor of the patented NEAT glass, several other patented alcohol beverage glasses for beer and wine, (yet to be released). Director ongoing research into aromatic compound behavior, and pinpointing onset of nose-blindness. George is a professional consultant for several major spirits competitions, has been published in the MDPI Beverage Journal Paper, is the founder or member of over seven different wine clubs for the past fifty years, is a collector of wines and spirits, has traveled the world, and is an educator and advisor of multiple spirits sensory seminars.
George F Manska, CR&D, Arsilica, Inc. Engineer, inventor of the NEAT glass, sensory science researcher, entrepreneur.
Mission: Replace myth and misinformation with scientific truth through consumer education.
Contact: george@arsilica.com, phone 702.332.7305. For more information: www.theneatglass.com/shop
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